The contemporary tourism and service landscape is undergoing a profound transformation driven by technological innovation, changing consumer expectations, and the increasing centrality of value co-creation. Rather than viewing tourists and consumers as passive recipients of offerings, modern theoretical and empirical research emphasizes their active role as co-producers of experiences, meanings, and outcomes. Drawing strictly on established literature in tourism, marketing, service-dominant logic, behavioral psychology, and digital engagement, this study develops an integrative research framework that explains how co-creation processes, mediated by technology, emotions, trust, and social interaction, shape behavioral intentions, loyalty, and sustainable value outcomes in tourism and service ecosystems. Anchored in the Theory of Planned Behavior, this article synthesizes insights from destination branding, experiential marketing, social media engagement, augmented and virtual reality adoption, emotional intelligence, and sustainability-oriented behaviors. Using a comprehensive qualitative and descriptive methodological approach, the study elaborates on the mechanisms through which experiential co-creation enhances destination trust, satisfaction, delight, and intention to visit or revisit. The findings suggest that co-creation operates as a multidimensional, ecosystem-level phenomenon where technology acts as both an enabler and a moderator of human experience. Emotional and cognitive responses are shown to mediate the relationship between co-creation practices and behavioral outcomes, while contextual factors such as authenticity, cultural norms, and perceived value shape the strength of these relationships. The discussion highlights theoretical implications for service-dominant logic, destination marketing, and consumer behavior, while also addressing limitations and future research directions. The study concludes that sustainable competitiveness in tourism and service industries increasingly depends on the strategic orchestration of co-creation processes across digital and physical touchpoints.

Value co-creation, tourism experiences, behavioral intentions

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